Twegs research report · July 2026

Product Marketing in the Age of AI

How AI-mediated buying, cheap production and the AI product wave are rewiring the PMM discipline. With playbooks by industry and segment.

What’s inside

Why AI-mediated buying compresses shortlists and moves the decision upstream, before you know the deal exists.
The shift from SEO to AEO: how to get cited when buyers research inside AI answer engines.
How the product marketing role changes as production becomes cheap and judgment becomes the value.
Rebuilt playbooks for research, positioning, launch, enablement, pricing and measurement.
Segment and industry playbooks for fintech, healthcare, cybersecurity, developer tools, B2B SaaS and more.
A twelve-month roadmap to rebuild the GTM motion, supported by ten exhibits of 2026 benchmark data.

94%of B2B buyers used AI in their most recent purchase

2.5vendors on the average shortlist, down from 3.2

51%start research in an AI chatbot, not a search engine

“AI has not replaced product marketing. It has removed the places where mediocre product marketing could hide.”

From the report